Because, a digitally-native wellness brand built for older adults, announced expanded retail distribution into Walgreens and Target stores nationwide. The expansion completes a four-retailer rollout alongside Walmart and CVS, making Because one of the first direct-to-consumer brands in the $6.8 billion U.S. incontinence category to achieve broad national retail distribution.

Select Walgreens locations will carry three Because products, including the brand’s Booster Pads and Overnight Underwear in two sizes. Target will carry four products in participating stores, including Booster Pads and Overnight Underwear in three sizes.

Because Booster Pads, the brand’s breakout product and the #1-selling booster pad on Amazon, add up to four cups of absorbency to any incontinence underwear. Because Overnight Underwear absorbs up to six cups of liquid. Both are designed for comfort and discretion based on direct customer input.

“My co-founder Luca and I started Because because we watched our own mothers navigate this category and saw how poorly it served them — not just the products, but the entire experience,” says Alexi Suvacioglu, CEO and co-founder of Because. “Being in Walgreens and Target alongside Walmart and CVS means that when someone’s mother or grandmother needs protection today, it’s on the shelf at the store they’re already walking into. That’s what we set out to build.”

Because has served more than one million customers since its founding in 2017, with an 80% repeat purchase rate. The brand’s direct-to-consumer business — which includes subscription delivery — gave the company deep insight into product preferences, sizing needs and purchasing behavior that informed its retail strategy.

“We didn’t enter retail to chase distribution — we entered because our customers told us they wanted to find us in stores,” says Luca Gualco, president and co-founder of Because. “The data from a million online customers told us exactly which products, sizes and price points belong on shelf. That’s an advantage legacy brands in this category don’t have.”